Table 2.
Characteristics and findings of customer engagement studies.
| Study and subtype | Purpose | Method | Main findings | Definition and components |
|---|---|---|---|---|
| (Abdul-Ghani et al., 2018); consumer | Apply to specific area + stakeholder perspective | Qual. | Conceptual framework with engagement cycle in C2C contexts | New; cognitive, affective, self-image, motivation |
| (Bowden, 2014); customer | Analyze concept | Discuss literature | Conceptual framework with antecedents and consequences | New (process) |
| (Brodie et al., 2011); customer | Analyze concept | Discuss literature + qual. | New conceptualization and fundamental propositions | New; cognitive, emotional, behavioral |
| (Dhanesh, 2017); customer | Analyze concept | Discuss literature | Need for broader definition; importance of certain (new) aspects | New; affective, cognitive, behavioral |
| (Graffigna and Gambetti, 2015); consumer brand | Analyze concept | Qual. | Identify concepts and process as experienced by customers | New (process); cognitive, affective, behavioral |
| (Hollebeek, 2011); customer brand | Analyze concept + new conceptualization | Discuss literature + qual. | New definition and key themes (immersion, passion and activation) | New; cognitive, emotional, behavioral |
| (Hollebeek et al., 2014); consumer brand | Evaluate concept + develop and validate scale | Qual. + quant. | Confirm concept; antecedents and consequences; scale validation | Existing; cognitive processing, affection, activation |
| (Kulta and Karjaluoto, 2016); mobile customer | Analyze concept in specific area | Systematic review | Two different conceptualizations (behavioral activity or holistic) | New; behavior, cognition, emotion |
| (Mittler et al., 2013); consumer | Apply to specific area + propose framework | Systematic review + case | Conceptual framework to classify engagement programs | New; activation, engaged behaviors |
| (Solem and Pedersen, 2016); Customer brand | Analyze concept + develop and test scale | Discuss literature + quant. | Components confirmed; antecedents and consequences | New; physical, emotional, cognitive |
| (Tan and Apisit-Isariyah, 2018); brand community | Analyze concept + develop model | Discuss literature + qual. | Typology and model with characteristics, antecedents and consequences | Unclear; cognitive, affective, behavioral, agentic/emphatic, para-social |
| (Yoshida et al., 2014); fan | Analyze concept in specific area + validate new scale | Quant. | Components confirmed; antecedents and consequences | New; management cooperation, individual participation, performance tolerance |